Improving Financial Governance and Digital Marketing to Support Sustainable Tourism and Local Cultural Festivals between Indonesia and Malaysia

Ani Mekaniwati, Aang Munawar, Bambang Pamungkas, Sharifah Nazatul Faiza Syed Mustapha, Sudradjat Sudradjat, Adil Fadillah, Jan Horas Veryady Purba, Pinto Jaya, Edi Nurachmad, Dewi Sarifah Tullah, Sinta Listari, Mumuh Mulyana, Wadudi Wibowo, Gen Gen Gendalasari, Budi Setiawan, Dwi Maulina, Charles Parnauli Saragi, Silvana Silvana, Lenny Elfrida

Abstract


MSMEs are Indonesia's main pillars of economic growth; they face various challenges, such as lack of financing, low productivity, and lack of managerial capabilities. Optimizing MSME business governance is the main focus in the hope of increasing resource utilization efficiency. The proposed solution includes intensive training for MSME actors in Bogor City and Regency and distributing questionnaires to MSME actors in Indonesia and Malaysia. Data from respondents provides an in-depth picture of the profile of MSMEs, including demographic characteristics and perceptions of governance, digital marketing, and sustainable tourism. The results of the analysis show significant differences between MSMEs in Indonesia and Malaysia, especially in terms of organizational governance and sustainable tourism. MSMEs in Malaysia show a higher level of maturity in implementing good governance and have a deep understanding of sustainable tourism. However, regarding technology utilization, the two countries tend to be evenly matched, indicating that technological challenges and opportunities are faced similarly. This research provides a solid basis for increasing the competitiveness and sustainability of MSMEs in the era of digital transformation. The findings suggest that [specific implications of the findings], which can guide policymakers and stakeholders in formulating strategies to enhance the competitiveness and sustainability of MSMEs.

 

Keywords MSMEs, governance, digital marketing, sustainable tourism, local culture

Keywords


small business; governance; digital marketing; sustainable tourism; local culture

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DOI: http://dx.doi.org/10.52155/ijpsat.v45.2.6412

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Copyright (c) 2024 Ani Mekaniwati, Aang Munawar, Bambang Pamungkas, Sharifah Nazatul Faiza Syed Mustapha, Sudradjat Sudradjat, Adil Fadillah, Jan Horas Veryady Purba, Pinto Jaya, Edi Nurachmad, Dewi Sarifah Tullah, Sinta Listari, Mumuh Mulyana, Wadudi Wibowo, Gen Gen Gendalasari, Budi Setiawan, Dwi Maulina, Charles Parnauli Saragi, Silvana Silvana, Lenny Elfrida

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